Normative

Normative is the world’s first CO₂ emission accounting engine, with the ambition to be the new norm for reducing greenhouse gas emissions. Normative’s software helps companies all over the world to calculate their entire climate footprint and get actionable guidance for how to reduce their emissions.

Following a recent re-positioning of the product and brand, Normative wanted to strengthen their visual identity in order to support growth, while being truly authentic to their founding principles.

e-Types were responsible for creating Normative’s new brand identity, along with brand strategy, web, and digital product design. Normative’s mission is to make the complex world of carbon accounting simple, which is reflected in a visual identity that dares to be simple, ultimately creating a memorable and distinct brand. The monoline and strict, structured and geometric design of our logo and logomark can be seen throughout the visual identity, from the icons to the illustrations and the design system. Normative’s identity toolbox is built to be modular and systematic, to accommodate a wide variety of use and designers. The image style amplifies Normative’s optimistic and visionary brand values, inspiring companies to join the journey to net zero emissions.

Zichtbaar is the primary typeface in the new visual identity.